Tariffed Vision: A Frontline Perspective from a Machine Vision Integrator

Industry expert Tom Brennan shares insights on how tariffs affect the sourcing, installation, and logistics of machine vision systems globally.
Sept. 8, 2025
10 min read

What You Will Learn

  • The U.S. importer-of-record rule and foreign trade zones offer potential strategies to defer or reduce tariff-related paperwork and costs.
  • High-tariff countries often face longer customs delays and inventory challenges, complicating spare parts availability and project timelines.
  • HS codes for products can be complex and subject to interpretation, affecting tariff classification and costs.
  • Businesses tend to avoid tariffs by shifting transactions outside tariff zones, which can lead to economic inefficiencies.

Editor's note: In this opinion piece, Tom Brennan describes his personal experience with tariffs as a machine vision integrator. He has led numerous projects in high-tariff countries.

On Vision is a occassional opinion column written by experts in the machine vision and imaging industry. If you have an idea for a column you'd like to write, reach out to VSD's editors. We'd love to hear from you: [email protected]

 

The vision world has become divided. You are inside the tariff zone, or you are outside the tariff zone. I don’t mean this in a political way. I mean it in a math way. There’s a line, and you pay a percentage of the total cost to bring goods across the line.

This is math I’ve had to think through as I run a machine vision business on both sides of the tariff zone. My company—Artemis Vision (Denver, CO, USA)—makes a standard product for dock door scanning and photo documentation that sells globally, called RaPTr (Rapid Pallet Tracker = “rap-ter”). We also build custom machine vision systems for a variety of applications. These often end up with complex logistics as well. For example, a European or Asian company will purchase one for a plant they have in the U.S. and then purchase others for plants they have elsewhere. Or a U.S. company will purchase one and then have plants elsewhere as well.

For bigger projects, pricing gets more precise. You must nail down exactly what the costs are both in the door and out the door.

In a prior world, I rarely worried about tariffs. 

Both my U.S. and international customers now have reason to question a price I quote and ask how much they will pay in tariffs. That is problematic. For a machine vision system assembled inside the tariff zone, tariffs will be paid. This will be true unless every item is sourced from within the tariff zone, which would then compromise the potential for that product to be best-in-class. Conversely, when serving non-US customers, there’s an incentive to keep everything outside the tariff zone in fulfilling the order.

Finding the Correct Tariff Code for a Product

Every product that moves across borders is assigned an HS code. HS stands for Harmonized System. The idea being that all countries agree that a camera is a camera.  But it isn’t so simple. In fact, it’s a herculean task to divide every product in the world into fixed categories, let alone get international agreement on those categories, let alone get every tariff taxpayer to agree what bucket their product falls in. A camera is HS code 9006, and a cinematographic camera is HS code 9007.  But what about a system with a camera? Is an iPhone HS code 9006, because it has a camera? It isn’t. Various electronics and electrical assemblies used in “data processing” are HS code 8471 and are tariff free. Optical inspection systems are 9031. But much of this is subject to interpretation. 

High tariff countries may or may not have exemptions. Because the categories are fungible, high tariff countries find that they have to impose taxes on subcomponents. Otherwise, for example, I will attach a camera to a steel ingot and import it as camera to avoid a steel tariff. The new tariff rules in the U.S. are similar and cover the raw materials, such as the aluminum or copper, in the part. Every part has lots of paperwork.

In a high tariff country, just to avoid the delays, an executive of one of my customers once flew down with the part we needed as a professional sample. Professional samples bypass customs and tariffs in most of these countries. That sample is probably still there. We got to install the professional sample into the machine. In theory, they were going to import a real one later and ship that one back or change the paperwork to reflect that it had been imported.

Related: How Machine Vision Will Help Industry 5.0 Prioritize Humans

In a high-tariff country, businesses adopt strategies to avoid or minimize tariffs. They want to pay for everything as an engineering service and put very low values on hardware. There’s some ambiguity here. In my view, it’s very fair to give a discount because your customer signed a support contract, but at some point, it all becomes a charade. What is the “declared value” every time you ship something? 

Tariffs Add Indirect Costs to Running a Business

Every time I fly into a high tariff country, I notice how much stuff the residents of that country have in their suitcases. The problem for their country is that the transaction now occurred elsewhere. In this case, instead of making any money from the tariff, the country just moved the economic transaction somewhere else, while spending money on airport security that takes forever, because now residents submit tax-return paperwork to enter back into their own country.

It’s cheaper to transact outside the tariff zone and it’s assumed that it will be. It’s tough to win business when potential customers assume you are more expensive, and you cannot produce evidence that the expense is worth it. In the prior world, if I had a higher bid, it was clearly because the customer would get the best software developers and a variety of other benefits. When companies have plants inside and outside of a tariff zone, they buy everything new outside the tariff zone and then ship used systems into the tariff zone. The declared value of a used system is obviously significantly less. 

Related: Why Hasn't Vision Taken Off?

To be honest, I can’t cite what exactly the tariff rates are in any of these tariff countries. No one does the math on every item as a consumer. It just becomes part of the culture not to buy certain things in certain places. This is similar to not buying things at the airport unless one must or choosing to pay by check or EFT on a larger transaction to avoid the 2-4% fee on a credit card.

On another level, many an engineer with limited time has been tasked with this very manmade problem. Since the latest rates were announced with the August 1st deadline expiring, there was much discussion at a multinational customer’s site in the U.S. about how to respond. We talked about whether to disassemble a machine in Canada and import the components and then reassemble it here in the U.S. Rewrite the contract to spell out a lot of the cost as engineering services or leave the machine in Canada and wait for a deal.

The problem: At a high proportion of the total cost of the system, the tariff would wipe out a lot of my customer’s capital expenditure budget for 2026 if the system is imported now. Meanwhile, an even bigger problem is that the engineering services required to get the system online to improve operations aren’t happening. In addition, the next projects aren’t getting approved while this gets sorted out. The executives also have to figure out how many sales they will really have once they start passing along other tariffs on their input goods to their customers. Maybe they’ll conclude they don’t need the increased capacity the machine will deliver.

The argument for tariffs is often to return to a simpler time. The supply chain might be too globalized and complex with too many layers of contracts. The number of manufacturing operations that have gotten moved to save hypothetical nickels per part on a spreadsheet is shocking. That said, I’ve over-engineered things, too, to then come back, simplify it, and really solve the problem. I think post supply-chain crisis caused by Covid, people have realized they overengineered the supply chain. Simplification has been slowly coming when people see obvious opportunities to simplify. The last few months of tariffs have not been simple.

Long term, running a world with two parallel zones, divided by an artificial line, with tax paperwork required to cross the line will never be simple. If we just let things simplify on their own, I think they will. The supply chain isn’t free, and not all chains are equal.  Businesses have realized that and will look for solutions that reduce its complexity. I’m not sure a tariff divide creates that. As someone once said, a house divided cannot stand.

About the Author

Tom Brennan

Tom Brennan is president and founder of Artemis Vision (Denver, CO, USA), which builds machine vision systems for automated quality inspection and optimization for manufacturing and logistics. Brennan is an A3 Advanced Level Certified Vision Professional and is the American Society for Quality's (ASQ) 2021 Hromi Medal recipient for outstanding contribution to the science of inspection and advancement of the inspection profession. He has led the design of many successful machine vision systems for many industries. Brennan got his start in the vision industry designing machine vision vehicle detection algorithms as a research effort for the DARPA Urban Challenge. He holds a BSE in Computer Science from Princeton University.

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